The number of companies expanding into global markets has been increasing over the past years and continue to do so. The eager to achieve success, be competitive and recognised internationally, are some of the factors driving companies to expand into new territories. However, it is crucial to understand the implications involved and make informed decisions to leverage this great opportunity. On this context, it is essential to know the difference between two similar but relevant concepts: localisation & transcreation.
Both concepts are categorised as adaptation processes. Their function lies on ensuring the product or content meet the language, culture and customer behaviour of the new target country (or region) adequately. Deciding which one fits best for your product and aligns best with your global strategy depends on the degree of adaptation needed.
LOCALISATION: LANGUAGE + CULTURE
Localisation goes one step further than translating content from one language to another; it comprises the local culture. It considers aspects such as graphics, colours, layouts/formats of documents, symbols/icons, currency conversion and even cultural customs or traditions. The main goal of localisation is to take the existing material and transform it into a culturally appropriate product and message that resonates effectively with the new target audience.
Localisation is recommended to be used mainly on brochures, websites, apps, videogames, software and learning & training content.
Adapting effectively and accurately the culture, customs and traditions of the new target market is the key to ensure the success of your company in a foreign country. It will not only help you reach successfully new customers but to maintain the reputation of your brand and avoid extra costs associated with legal offences caused by the breach of marketing regulations or censorship guidelines.
TRANSCREATION: LANGUAGE + CULTURE + EMOTIONS
While localisation takes into consideration cultural aspects, transcreation also includes emotions. Transcreation or creative translation is a more complex adaptation process because instead of slightly modifying current materials, it customises in a large extent the language, visuals and storytelling to ensure your message has the same emotional impact as the original. Ensuring the emotions and intention of the message are well maintained and tailored into the needs of the new target audience, is key to ensure your brand resonates effectively with them.
Transcreation has a vital role in marketing decisions, from branding to slogans, product naming and images used. However, transcreation work is also present in e-commerce, media and even in the audio-visual sector.
The requirement of thinking out of the box and the vast creativity involved in this adaptation process makes transcreation be seen beyond a simple adaptation strategy but an art.
LOCALISATION & TRANSCREATION
Linguist Point commitment is to connect countries and cultures by helping our clients to expand into new territories by breaking down communication barriers. Localisation & transcreation are two adaptation processes that are vital to accommodate your company into any country or region you would like to build a presence. In a highly competitive market, it is important to seek professional assistance to ensure accuracy and the best results possible.
If you require further advice or would like to know more information considering your specific needs, do not hesitate to contact us.